haldiram case study group 4 final presentation

8/11/2019 Haldiram Case Study Group 4 Final Presentation

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1937 -Started in Bikaner in Rajasthan.

1941-Brand name HALDIRAM BHUJIWALA introduced.

1950- Expanded the business by establishing a small manufacturing unit of Sweets and Namkeens in Kolkata.

1970- A large manufacturing unit set up in Nagpur.

1983- A retail outlet set up in New Delhi.

1992-A manufacturing unit with a retail outlet set up in Delhi

1995restaurant in Delhi.

1999:

started operating as separate entities.competition among themselves for market shares.

PRODUCTS OFFERED : Haldiram namkeens and sweets, crushes, syrups, bakery items, dairy products, sharbats, ice

creams

Presently, $ 4 million brand, familiar sight not only in India, but also on shelves across US, Canada, UK, UAE, Australia,New Zealand, Sri Lanka,Nepal, Japan and Thailand.

INTRODUCTION :


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PRODUCT : Haldiram offers a various products such as namkeens, sweets, sharbats5,

bakery items, dairy products, papad and ice-creams. It launched products to suit the tastes

and preferences of customers from different parts of India

PRICE : Competitive price to penetrate the unorganized markets. Prices varies according

to weights & type of Namkeens & raw materials. Haldiram's launched namkeens in smallpackets of 30 grams, priced as low as Rs.5

PLACE :From the manufacturing unit, finished goods were passed on tocarrying and

forwarding (C&F) agents. C&F agents passed on the products to distributors, who shipped

them to retail outlets. Haldiram's also offered its products through the Internet.

PROMOTION: product promotion had been low key until competition intensified in the

snack foods market. Various promotion ideas were used which were creative.

POSITIONING : Haldiram offers ready to eat high quality readily available Indian snacks

with excellent packaging which provides increased shelf life to its products.

MARKETING MIX:


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SWOT AnalysisHaldirams

Strength

1. Quality

2. Research & Development

3. Pricing

4. Latest technology

5. Packaging

Weaknesses

1. Low Advertising Budget

2. Too much into traditional Indian items

3. Products not targeted to particular market

segment

4. Customer service not up to mark

5. Internal competition.

Opportunity

1. Growing Food Industry.

2. Changes in the Consumers Taste and

Preferences.

3. Increase in the Purchasing Power of

Families.

4. Prospects for Exports.

Threat

1. Availability of substitute goods.

2. Spurious products with Haldiram name.

3. Health conscious or awareness.

4. Increasing competition from Indian and

MNC food companies with heavy

promotion.


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Promotion tactics suggestions

Mass market-television FM radio

Events in womens club

Sponsor cookery shows

Sales promotions- Act now due to limited supply!

type

Loyalty program

Promoting the brand personality of Haldirams Rich in taste and quality

Down to earth, honest, wholesome, authentic & genuine

brand

High quality and has rich patronage


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More Suggestions

Anticipate consumer requirements

Introduce new flavors in a timely interval

Place products near the counters to persuade impulsive purchase

Make packaging appealing to the consumers

The pack can be designed as a container which can be used by the consumers in

future with Haldirams branding on it

Diversifying into new innovative products.

Target specific segment, like kids and teenagers with unique products.

The 3 units of Haldirams should collaborate with each other else will result into

brand dilution

Never compromise on the quality and taste of the product Expand direct outlets in India as well as abroad.

As WOMENare the buyers for household needs and the deciding factor on what to

be served to the guests, Haldiram targets them for their namkeens and other

ready-to-eat food needs.

In Mithai also, they can come up with sugar free sweets for the diabetic orHEALTH CONSCIOUS CUSTOMERS.


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haldiram case study group 4 final presentation

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